--- title: The Accidental Power of The Web description: Too many websites miss out on the demand creation potential of the web - thus contributing to their own commoditization. image: http://www.imaginellc.com/images/Blog/www.jpg --- ![Award Badge](https://49161231.fs1.hubspotusercontent-na1.net/hubfs/49161231/image%203.png) Award Winning, Amazon #1 Bestseller: The Revenue Acceleration Framework ![Lift Logo](https://www.liftenablement.com/hubfs/raw_assets/public/Lift-Theme-Dev/images/LiftEnablement%20-%20Logo%20-%20Reverse%20(2).png) HubSpot's Most Trusted Partner for Complex Implementations ![HubSpot Certified Badge](https://49161231.fs1.hubspotusercontent-na1.net/hubfs/49161231/image%204%20(2).png) HubSpot Certified App Partner ![Award Badge](https://49161231.fs1.hubspotusercontent-na1.net/hubfs/49161231/image%203.png) Award Winning, Amazon #1 Bestseller: The Revenue Acceleration Framework ![Lift Logo](https://www.liftenablement.com/hubfs/raw_assets/public/Lift-Theme-Dev/images/LiftEnablement%20-%20Logo%20-%20Reverse%20(2).png) HubSpot's Most Trusted Partner for Complex Implementations ![HubSpot Certified Badge](https://49161231.fs1.hubspotusercontent-na1.net/hubfs/49161231/image%204%20(2).png) HubSpot Certified App Partner ![Award Badge](https://49161231.fs1.hubspotusercontent-na1.net/hubfs/49161231/image%203.png) Award Winning, Amazon #1 Bestseller: The Revenue Acceleration Framework ![Lift Logo](https://www.liftenablement.com/hubfs/raw_assets/public/Lift-Theme-Dev/images/LiftEnablement%20-%20Logo%20-%20Reverse%20(2).png) HubSpot's Most Trusted Partner for Complex Implementations ![HubSpot Certified Badge](https://49161231.fs1.hubspotusercontent-na1.net/hubfs/49161231/image%204%20(2).png) HubSpot Certified App Partner ![Award Badge](https://49161231.fs1.hubspotusercontent-na1.net/hubfs/49161231/image%203.png) Award Winning, Amazon #1 Bestseller: The Revenue Acceleration Framework ![Lift Logo](https://www.liftenablement.com/hubfs/raw_assets/public/Lift-Theme-Dev/images/LiftEnablement%20-%20Logo%20-%20Reverse%20(2).png) HubSpot's Most Trusted Partner for Complex Implementations ![HubSpot Certified Badge](https://49161231.fs1.hubspotusercontent-na1.net/hubfs/49161231/image%204%20(2).png) HubSpot Certified App Partner # The Accidental Power of The Web [ Doug Davidoff ](https://www.liftenablement.com/blog/author/doug-davidoff) Apr 24, 2008 10:02:46 AM Too many websites miss out on the demand creation potential of the web - thus contributing to their own commoditization.  One of the smartest (and wisest) pieces of advice I ever received from a coach of mine was, “Doug, remember that everybody wakes up in the morning with one goal in mind – to get through the day without meeting you.” While he was certainly being facetious (maybe), there is a lot of truth in the statement. > *People go through life pursuing their objectives and not considering yours.* What does this have to do with websites, you may ask. Quite a lot. I’ve been involved in several projects reviewing websites and working with my clients in the creation of new ones. The biggest "intent" mistake that I see with websites everyday is that they are designed almost exclusively for those people that are going to your website on purpose. The problem with this approach is that you are only communicating with people who already know who you are, believe they know what you do, and believe they know how they may need to use you. There is certainly value in this function, but the hidden (and real) value of the web lies in those people who “accidentally” find your website. The web is a powerful “answer” mechanism. People regularly search for answers to their questions, or (dare I say) solutions to their problems. (Side comment – when I say solutions, I DO NOT mean products/services/ offerings posing as solutions – I mean the intelligence and knowledge of **HOW** to solve their problems.) Now understand when your prospect is searching the web they are not “looking” for your website – nor are they looking for your services. They’re looking for – well – whatever it is that they are looking for. In my experience, you need to keep three things in mind if you want to make the accidental visitor a repeat visitor – and eventually a customer: I realize that it’s a lot easier to develop a website for your “on-purpose” visitors – but the real marketing leverage comes when you turn the accidental visitor into the on-purpose visitor, and then a customer. 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